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    The competition among footwear brands is heating up as fitness culture and the “athleisure” trend continue to gain popularity. Celebrities like Jennifer Lopez and Reese Witherspoon have been seen wearing emerging brands like Hoka and On Running, which have become popular among Gen Z women. These brands are challenging the dominance of iconic companies like Nike, whose market share has started to decline. Marketers attribute the success of these newcomers to their unique product design, strategic collaborations, and impactful marketing campaigns.